Ready for Action! Destination Climate Change Communication: An Archetypal Branding Approach

Uglješa Stankov (), Viachaslau Filimonau, Miroslav D. Vujičić, Biljana Basarin, Adam B. Carmer, Lazar Lazić, Brooke K. Hansen, Danijela Ćirić Lalić and Dino Mujkić
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Uglješa Stankov: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
Viachaslau Filimonau: Centre for Sustainability and Wellbeing in the Visitor Economy, School of Hospitality and Tourism Management, University of Surrey, Guildford GU2 7XH, UK
Miroslav D. Vujičić: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
Biljana Basarin: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
Adam B. Carmer: School of Hospitality and Tourism Management, Muma College of Business, University of South Florida, Tampa, FL 33620, USA
Lazar Lazić: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
Brooke K. Hansen: School of Hospitality and Tourism Management, Muma College of Business, University of South Florida, Tampa, FL 33620, USA
Danijela Ćirić Lalić: Department of Industrial Engineering and Management, Faculty of Technical Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
Dino Mujkić: Faculty of Sports and Physical Education, University of Sarajevo, 71000 Sarajevo, Bosnia and Herzegovina

IJERPH, 2023, vol. 20, issue 5, 1-11

Abstract: At the destination level, destination branding may coexist with climate change communication. These two communication streams often overlap because they are both designed for large audiences. This poses a risk to the effectiveness of climate change communication and its ability to prompt a desired climate action. The viewpoint paper advocates the use of archetypal branding approach to ground and center climate change communication at a destination level while concurrently maintaining the uniqueness of destination branding. Three archetypes of destinations are distinguished: villains, victims, and heroes. Destinations should refrain from actions that would make them appear to be climate change villains. A balanced approach is further warranted when portraying destinations as victims. Lastly, destinations should aim at assuming the heroic archetypes by excelling in climate change mitigation. The basic mechanisms of the archetypal approach to destination branding are discussed alongside a framework that suggests areas for further practical investigation of climate change communication at a destination level.

Keywords: climate change communication; climate action; destination branding; archetypal branding; sustainable tourism (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2023
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